360º INTEGRATED MARKETING CAMPAIGN
The Rebirth of Iconic Brand
The Rebirth, Rebranding and Creative Transformation from Perception Re-Shaping to Transition of 55-year-old iconic global brand General Tyre into GTR, the No.1 Selling Tyre Brand.
A brand formerly owned by General Tyre & Rubber Company / Continental AG Germany.
Deliverables:
Cultural Branding
Brand Manifesto
Brand Culture Strategy
Brand Anthem
Brand Capsule
Branding
Brand Identity & Stationary
Brand Styling Guide
Label & Packaging
Product Cataogue
Annual Report
Key Visuals
Retail Branding
Office Branding
Pylon Tower
Tyre Displays
Give Aways
Creative
Creative Transformation
Perception Reshaping
Creative Platform
Ideation & Storytelling
Ad Films
Brand Identity Revealing Video
Corporate Documentary
PR Video
Print Ads & OOH
Digital & Social
Digital
Digital & Social Marketing
Event
Logo Revealing Ideation
Invitation Card
Dealer Achievemnt Certificats
Annual Sales Conference
Float Activation
Expo Exhibition Stall
Productions Management
Anthem Film
Ad Film
Corporate Film
Identity Revealing Film
Identity Revealing Event Video
PR Video
3D Tyre Range Animations
Production Designing & Planning
Director Board & Treatment Note
Celebrity Management
Digital Shoutouts Celebrity
Shoot & Post Production
Media
Digital & Social
Media Buying & Planning
PR
PR Coverage TV
GTR
Every Journey Has A Destination
The Challenge
Research shows that General Tyre has a weak brand persona brand imagery brand engagement and brand identity as today’s youth feel it’s a brand for the older generation not communicating to them at all.
GTR
Every Journey Has A Destination
The Solution
Our Approach
Over 55 years of expertise, manufactured on German technology, tested in Japan and Europe, GTR engineered, designed and refined to fit any road conditions.
GTR gives youth the ability to move forward, alleviating their worries by making life safer on the wheels, and empowering them in every journey to reach their ultimate destination, thus enabling them to achieve their goals and dreams.
Brand Culture Hive
Working on culture branding strategic global Marcom toolkit “Brand Culture Hive.” our team at BCN Global derives the brand purpose, manifesto and culture strategy by fusing insights.
That enables us to work out the strategic creative direction “The Generation Of Achievers” to craft the communication and 360º amplification to create inspiring brand journeys with distinctive brand culture across all mediums.
That’s how we Cultivate, Humanise and Nurture Purpose-Led IDEAL GTR Brand to win their marketplace.
Brand Purpose
Manifesto
Rebirth & Rebranding of iconic Brand
In doing so, we transformed an outdated brand aesthetic into a globally-minded system that was not only relevant but groundbreaking and set a new tone and level of design achievement for the entire automotive category.
Thus, our branding team successfully reborn, re-brand & transition 55 years old iconic brand General Tyre into GTR Tyre. We built an identity system that set us apart from the pack and established new journey rules for branding every customer touchpoint.
Brand Identity
Two intersecting circles are skillfully manipulated to craft the iconic letters “GTR”. A standout feature is the red rectangular triangle seamlessly integrated into the design, forming the central part of the letter “G”, symbolizing the “Generation of Achievers” who are always on the move towards excellence.
The metallic treatment of the lettering exudes a sense of modernity and strength, set against a stark black background. The word “Tyre” is elegantly juxtaposed in white, separated by a sleek slash line, anchoring the brand’s core offering.
Beyond its visual appeal, the logo embodies the enablers of dreams, empowering the generation of achievers to embrace their journey. This sentiment reinforces the brand’s commitment to being more than just a tyre brand but a partner in life’s journey.
Stationery
Labels
3D Tyres
Bringing our creative platform to life
We bring our creative platform to life through captivating storytelling, “The Generation of Achievers,” with the brand capsule of “Every journey has a destination,” we showcase the journey of a young achiever.
We have captured the beautiful landscape, the road infrastructures, and the rough & rocky tracks. Being a reliable journey partner GTR Tyre makes the experience on the road safe while adding the pleasure of a smooth drive throughout the journey.
That’s how GTR empowers young achievers in every journey to reach their ultimate destinations and enables them to achieve their goals and dreams.
BCN worked closely with our network companies and strategic alliance partners to bring this platform to life, tailoring it to the needs of each communications platform and mediums.
Achieving The Unachieved
Our Marcom Network team worked closely with the client’s management & marketing team, consultants and strategic alliance partners on the Rebirth of the 55-year-old iconic global brand General Tyre into GTR.
- Brand Culture Network | A Brand-First Marcom Agency
- Creativecom | A Brand-First Creative Agency
- Media Idee | A Brand-First Amplification Agency
- MI Films Worldwide | A Brand-First Production Agency
- Founder, Chief Creative & Filmmaker: Ehmer Kirmani
- Co-Founder & ECD: Laur Barbu
- Executive Director – MENA: Xahid Rashid
NETWORK GLOBAL TEAM
- Creative Director (Copy): Jonathan Olivier
- Lead Strategists: Tuudor Lonut
- Brand Culture Strategists: Hasita Raisinghani
- Chief Architect & Designer: Ar. Purnia Farrukh
- Business Director: Sophia Melek
NETWORK REGIONAL TEAM
- Creative Director Amplifications: Shakeel Qureshi
- Art Director: Syed Imran Uddin
- Associate Creative Director: Syed Arsalan Ali
- Account Manager: Abeer Ullah Ansari
- Project: Team: Hussain Shakil, Muhammad Rashid & Faizan Rehman
MEDIA PULSE & MEDIA MATTERS TEAM
- Founder & CEO: Aleem Durrani
- Director: Natasha Durrani
- Business Director: Adeel Raza
- Account Director: Mohammad Ashar Noman
- Account Manager: Syed Muhammad Masud
- CEO/MD: Hussain Kuli Khan
- Executive Director Marketing: Muhammad Amin Khan
- GM Marketing Services: Ali Asad Usmani
- Marcom Consultants: Mahmood Nanji & Aleem Duraani
- Featuring Film & TV Star: Bilal Ashraf
FILM PRODUCTIONS TEAM
- Ideation, Storytelling & Direction: Ehmer Kirmani
- Managing Partner: Farrukh Kemall
- Art Direction Film: Ar. Purnia Farrukh
- Executive Producer: Sherry Brik
- Creative Producer: Shakeel Qureshi
- DOP: Zain Haleem
- AD: Syeda Maryam & Ather Zaidi
- Project Manager / BTS: Reehana Latif
- Camera Car: Islamuddin
- B-Roll DOP: Ali Haider Baloch
- Celebrity Management: Syed Noman Alam
- Fashion Stylists: Vardah Aziz
- Makeup: Nadeem William
- Stills: Iftikhar Ahmed
- Sound: Mono Productions
- Composer: Asif Noorani
- Vocalists: Sebastian & Juan
- Voice Over: Nad-e-Ali
- Color Grading: Zari Mohd @ Big Foot
- Production House: MI Films Worldwide
360º Integrated Marketing Campaign
Thematic TVC
GTR Zalmi TVC | The Generation of Achievers
Our Journey - Documentary
GTR Tractor Tyre
GTR Launch Event Identity Revealing
GTR
Every Journey Has A Destination
The Result
The communication proof proved to be a super hit, effectively accomplishing its primary goal of portraying GTR Tyre as a youthful, modern, and dynamic brand that empowers them on every journey.
3X acceleration in the growth versus the industry growth not only strengthens the leadership stance of the No.1 selling brand but also depicts the successful transformation of the iconic brand General Tyre into a purpose-led brand GTR Tyre.
Digital Transformation
The new brand imbued our holistic reimagining of the GTR website: a sleek, dynamic aesthetic that didn’t lose the new GTR grit. Brand Culture Network and our Digital Amplification agency Media Idee faced the challenge of modernizing the site architecture and making it easy for the target audience to navigate tyre types and designs.
OOH Digital
Digital Achiever Pylon
Digital Achiever Streamers
Digital Achiever Billboards
OOH Traditional
Key Visuals
Annual Report 2024
Print Ads
Digital Shoutouts
Digital Social Pages
Annual Report
Exhibition Stall
Calendar
GTR - The Official Tyre Partner of Peshawar Zalmi
GTR Tyre – Peshawar Zalmi is providing a platform to the upcoming young cricket players by giving them the opportunity to play with national and international players in PSL and training through international coaches to improve their playing skills.
By embracing this journey, their dream enables them to showcase their natural talent and performance to become achievers, as every journey has a destination.
